The Trade Desk released a series of Kokai platform enhancements throughout Q4 2025 focused on campaign efficiency, creative management, and AI-driven omnichannel optimization. Performance data from campaigns running through the updated platform showed an average of 43% lower cost per unique reach, 24% lower cost per click, and 27% lower cost per acquisition compared to previous configurations.
The headline capability is omnichannel optimization, which uses AI to analyze the entire media mix and identify the highest-performing channel paths across display, video, audio, native, and connected television. Rather than optimizing within individual channels, the system allocates budget dynamically across all available inventory types to maximize total campaign performance.
Workflow improvements include the ability to build omnichannel campaigns on a single screen, applying shared and unique settings across multiple campaigns with fewer clicks. A new geo-list feature reduces campaign setup time by up to 40% by converting geographic targeting into campaign shells automatically.
Creative management also improved, with third-party display creatives now uploadable directly into the platform in one step rather than requiring template formatting or file conversion. New troubleshooting tools provide campaign-level diagnostics from the homepage, serving as a central hub for identifying delivery issues.
The platform also underwent an interface redesign that partially sunsets the periodic table navigation feature from advertiser and campaign views, retaining it only at the ad group level where granular control remains most relevant.
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Source: The Trade Desk
